Food means the first step to solving your problems

The delivery market in Vietnam was dominated by a few giants. As a newcomer, Baemin needed to be, look, sound as distinctive as it possibly can.

As a copywriter, I helped set up the persona, the tone of voice, and a few first campaigns that created the brand's impressive debut. Our character was based around 2 things: an unfiltered obsession for food, and an empathy for those whose food is not within reaching distance.